Sportpaleis Antwerpen
Sportpaleis Group becomes be•at
Sportpaleis Antwerpen|
29 April 2022

Sportpaleis Group starts a new chapter today with a complete rebranding and name change. The new name be•at better reflects the charge that Belgium's largest live entertainment group currently stands for in the field of room operation or venue management.

Sportpaleis Antwerpen , Lotto Arena , Stadsschouwburg Antwerpen , Capitole Gent , Vorst Nationaal , Trixxo Arena Hasselt , Trixxo Theater Hasselt and Proximus Pop-up Arena will have a more distinct identity and will be linked by the parent brand be•at. The rebranding is accompanied by a strong ambition to grow, improve customer service and an absolute priority for sustainable business. For example, the group will continue to focus on the pop-up location(s) and is committed to drastically reducing the ecological footprint.

be•at: visitors and venues more in the spotlight

“The new name is a direct call to join us and experience moments together that will last a lifetime. The inspiration for the new visual identity is the energetic movement of the masses, the pull of the artist, the music and the collective heartbeat of the audience. It is this movement and emotion that form the basis of the new name and visual identity of our organization”, says Jan Van Esbroeck, CEO of be•at.

“Our starting point was to translate the collective magic of a live experience into an energetic visual system that worked for both the group and the iconic halls,” says Sebastien Greffe, Creative Director of WeWantMore, the Antwerp design studio that developed the rebranding.

The group will be given a new name, the venues will have their own identity more than ever and will come to the fore more prominently. With even more attention to the visitor, who will be approached in a more personal way. For example, before a performance or a theater performance, communication will be from the venue itself and no longer from the group. The customer experience center is also being further expanded. For inspiration and relaxation, the group has created its own theater magazine. A podcast series is in the works.

Loyal fans will soon be able to enjoy a loyalty program, which be•at will launch later this year. There will be a fast lane (quick access to the room), they will have access to a lounge or bar, to presales, free tickets and discounts on VIP experiences.

Increase Gross National Happiness

“The goal of our organization is and will always be to increase Gross National Happiness by bringing people of all ages and origins together in collective, magical experiences,” says Jan Van Esbroeck. “The timing for the rebranding was not chosen by chance and provides extra dynamics after two special years. In the next eight months alone, there are almost 600 events on the calendar within the group. We have professionalized ourselves enormously in recent years, which allows us to organize large-scale events that contribute to the general well-being of society.”

In addition, be•at will further expand its team of enthusiastic employees and create new 'out-of-the-box' locations. The Proximus Pop-up Arena in Middelkerke last summer was a great success and will run for at least another two years. The group now wants to continue on that momentum.

Corporate Social Responsibility

With its new name, Be•at also expresses a stronger commitment against global warming. The organization wants to reduce its CO2 emissions by focusing even more on sustainable transport and the 'last mile to the arena', which means that you can reach the venues with mobility solutions other than by car.

A lot of results have already been achieved in recent years. The combination ticket in particular – the concert ticket that gives free access to public transport – has resulted in an increase of more than 50% of the visitors who move to the venues in a sustainable way. The ambition is to increase this figure to 60% by 2025.

Be•at wants to map out its ecological footprint in detail and has therefore started with zero measurements. Energy consumption is an important point of attention and the switch to renewable energy has started. For example, there are already 1600 solar panels on the roofs of Trixxo and Lotto Arena. In Lotto Arena this is good for 50% of the full daily consumption, in Trixxo Arena it is good for the full 100%.

A strict waste policy with a focus on the circular economy is also being worked on. Be•at is sitting at the table with the Belgian festivals to outline this from the sector. Much attention is also paid to efficient water consumption and water recuperation.

As of today, the new name and logo will be rolled out on and in the venues.

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Kevin Van der Straeten
Leader | | 29 April 2022

Proficiat met de rebranding. Heel geslaagd!